The real estate business on sandy coasts and coastal dunes has increased dramatically over the last decades because of the growing demands for leisure activities which, consequently, have yielded important economic gains. Such ravaging exploitation results in the replacement of sandy ecosystems with tourism-oriented settlements, infrastructure, and facilities. As the sandy beaches and coastal dunes become deteriorated or eliminated, their protective role is lost, and the hydrometeorological risks to which the increasing human coastal populations are exposed grow, especially in a climate change scenario with increasing storminess. Furthermore, when possible, the expansion of the tourism industry continues searching for new, unspoiled locations, and the cycle begins again. This situation leads to the dilemma of coastal management: should we continue with the over-exploitation of sandy coasts for growing economic benefits? Or should we preserve the coasts for protection against the impact of increasing storms and sea level rise and to benefit biodiversity? Although scientific evidence demonstrates the relevance of protecting the coasts, coastal development plans continue to ignore these findings. What are the key drivers for these trends? We first looked for scientific evidence of the appraisal of the esthetic beauty of the beach and coastal dunes, as highly important drivers of urbanization and coastal environmental change. We then looked for evidence that demonstrated how coastal dunes offer storm protection Finally, we examined if the conservation of beaches and coastal dunes can be compatible with non-intrusive tourism. In summary, through the literature review and our own data, we show how different alternatives may help achieve a more sustainable coastal tourism by combining economic necessities with environmental concerns.